Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Womenswear in Ukraine

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Recovery in consumer disposable incomes contributes to rising demand

In 2017 the minimum salary level doubled in Ukraine, from UAH1,600 in December 2016 to UAH3,200 from January 2017. While this did not completely offset earlier currency deflation, consumer spending power grew and in turn apparel sales increased.

The most necessary womenswear types have the strongest appeal

With consumer spending power restricted overall, Ukrainian women still could not afford to replace apparel items frequently or purchase a wide selection for diverse occasions. Consumers focused on inexpensive items of a universal nature.

C2C sales and popularity of second-hand goods undermines potential

For reasons of economy, in 2017 Ukrainian women continued to purchase second-hand womenswear from websites such as olx.ua and shafa.

COMPETITIVE LANDSCAPE

Fast fashion and sports brands among the most competitive

In 2017 fast fashion brands were strong in womenswear in Ukraine, with Inditex the leader at GBO level. Ukrainians were tempted by such brands as Zara, Bershka, Pull & Bear and Stradivarius, which offered wide assortments of trendy apparel at reasonable prices.

Local designers increasingly active

At the end of the review period there was a notable rise in activity among local designers, including Via Kin, Liliia Poustovit, Ksenia Schneider and Andre Tan. A number became known not only in Ukraine but also attracted clients abroad, including international celebrities.

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